Osobno brendiranje - studija slučaja Michelle Obame

master's thesis

• Title (english): Personal Brending: A Case Study of Michelle Obama
• Author: Sara Sirovica
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2019-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U suvremenom društvu, osobno brendiranje, odnosno samopromocija postala je imperativ za sve one koji se žele izdvojiti od konkurencije, istaknuti svoje kvalitete te uspjeti u poslovnom svijetu, ali i uspeti se na društvenoj ljestvici. Štoviše, za one koji su redovito pod povećalom javnosti, poput političara i njihovih obitelji, samopromocija je uvjet i nužnost za uspjeh. Bivša prva dama SAD-a, Michelle Obama, odličan je primjer uspješnog osobnog brenda. Kako bi se istakla važnost osobnog brendiranja, u radu su analizirani načini na koje je Obama gradila svoj brend tijekom godina u Bijeloj kući. Studijom slučaja te kvalitativnom analizom sadržaja dobiven je uvid u kvalitete i osobnosti kojima je gradila svoj osobni brend te kako ga je iskoristila za promociju pokrenutih inicijativa. Analizom su obuhvaćeni i načini na koje su je mediji prikazivali na naslovnicama časopisa u vrijeme obnašanja dužnosti prve dame te kako su opisivali njezine govore u naslovima portala i web izdanjima novina i časopisa budući da su njezin izgled i stil te komunikacijske sposobnosti glavne odlike njezina brenda. Snažan i kvalitetan osobni brend iskoristila je kako bi pokrenula određene promjene u društvu i potaknula komunikaciju o važnim društvenim pitanjima i problemima.

Abstract (english)

In modern society, personal branding, or self-promotion, has become an imperative for all those who want to stand out from the competition, emphasize their qualities and succeed in the business world, but also climb up the social ladder. Moreover, for those who are regularly exposed to the public eye, like politicians and their families, self-promotion is a condition and a necessity for success. The former first lady of the United States, Michelle Obama, is an excellent example of a successful personal brand. In order to highlight the importance of personal branding, the paper analyzes the ways in which Obama has built her brand over the years in the White House. A case study and a qualitative content analysis gave insight into the qualities and personalities by which she built her own personal brand and how she used it to promote her initiatives. The analysis also includes the ways in which the media presented her on the cover pages of the magazines during the time she was a first lady and how her speeches were described in the online media headlines and web editions of newspapers and magazines, since her appearance, style and communication skills are the main features of her brand. She used her powerful and quality personal brand to initiate certain changes in society and encourage communication on important social issues.

• Keywords: brend; samopromocija; osobno brendiranje; Michelle Obama
• Keywords (english): brand; self-promotion; personal branding; Michelle Obama
• Language: croatian
• URN:NBN: urn:nbn:hr:114:256770
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-22 09:30:16